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| 題 名 | 競選廣告可信度對候選人品牌權益及選民投票意願之影響--以正負面競選廣告為例=The Effect of Political Advertising Believability on Candidate's Brand Equity and Voters' Willingness to Vote--From the Perspective of Positive and Negative Political Advertising |
|---|---|
| 作 者 | 陳銘薰; 李祥銘; | 書刊名 | 商管科技季刊 |
| 卷 期 | 10:1 2009.03[民98.03] |
| 頁 次 | 頁29-60 |
| 分類號 | 572.3 |
| 關鍵詞 | 廣告可信度; 競選廣告策略; 品牌權益; 投票意願; Advertising believability; Political advertising strategy; Brand equity; Willingness to vote; |
| 語 文 | 中文(Chinese) |